TAMAR COLLECTION / ECOMMERCE

ClientTamar Collection

GoalCreate a fully functioning direct to consumer e-commerce site in 7 weeks. This included a full integration with a 3PL, social integrations, database marketing integrations and 2 brand photo shoots. One with Tamar Braxton in LA, the collections namesake and two, all fifty styles as well as marketing assets.

Process & Methods

User Research:Initial market research was done to identify the customer. Since we were advertising through Tamar’s social properties, we used the analytics we had access to in order to develop personas. We also held several focus groups regarding the product and the site experience. It was determined very quickly that the majority of the customer base would be shopping with their phone.

Establishing the MVP:With only 7 weeks from start to launch, I needed to identify what was imperative and what could be phased in. I focused on a simple user experience, not over engineering it with too many custom integrations. I wanted to learn about the customer before I phased in content programs and additional experiences. Mobile came first, ensuring I have a first attempt at a simple shopping and checkout experience.

User Testing and Iteration Since Launch:I’ve held several user-testing sessions where we observe how people interact with the site on mobile, tablet and desktop. This resulted in adjusting where the cart was on the mobile experience, removing unnecessary features on checkout and learning about how to message marketing initiatives. A road map of integrations and feature testing was developed.

Outcome-The 7-week deadline was hit and the site was launched having zero functionality issues.-Within 90 days we were cash flow positive.-Through strategic sign-up placement and initiatives, we grew our database from zero to over six figures in 6 months time.-We have an 80% conversion on mobile. -Our repeat customer rate is staggering and averages over 25% in less than a year of being launched.